Presentation on online marketing for the homebuilder industry from PCBC 2010 presented by Jon Bailey, CEO at Bailey Gardiner and Jay Baer, Convince and Convert.

1. A Whole New World:
Transferring Your Brand &
Marketing Programs Online
Jon Bailey + Jay Baer
@jonjonbailey + @jaybaer
#pcbc2010

2. Letʼs face it. Itʼs a whole new world.
Homebuilder marketing is vastly changed
Buyers are behaving differently
Resources are completely challenged
Outlets are unfamiliar

3. Homebuyers behavior
87% start their search online
100 million people reading blogs
Online ad revenue up 11% in 2010
Newspaper circulation down 20% in 2009
80% of computer users active in social media

4. How are homebuilders
adapting?

5. Typical Homebuilder Spending in 2006
5% PR
10% Events
60% Print Ads
5% Online
Advertising
5% Email
5% Signage
/ Directionals
10% Brochures
/ Collateral

6. Typical Homebuilder Spending in 2010
5% PR 5% Print Ads
5% Brochures / Collateral
15% Social Media 5% Signage / Directionals
15% Email
50% Online Advertising

7. Consumer Intent Funnel

8. Consumer Intent Funnel
Online Ads
Print/Digital Integrated Ads
Search Ads
Content Creation
Mobile
QR Codes
Retargeting Ads
Social Media
Email
Intent to Purchase

9. Tier One:
Low Obvious Purchase Intent

10. Integrated Traditional and Digital

11. Integrated Traditional and Digital

12. Integrated Traditional and Digital

13. Targeting with Ad Networks
Vertical
Serve banner advertising through websites
that cater to the target market such as
shopping and sports/outdoor categories
Contextual
Serve banner advertising when relevant
content is viewed
Behavioral
Serve banner advertising when specific
behaviors are displayed
Build online profile of typical consumer

14. Targeting with Ad Networks
Vertical
Serve banner advertising through websites
Category that cater to the target market such as
shopping and sports/outdoor categories
Contextual
Contextual
Serve banner advertising when relevant
Behavioral
content is viewed
Retargeting Behavioral
Serve banner advertising when specific
behaviors are displayed
Build online profile of typical consumer

15. Tools You Can Use
Quantcast
Compete

16. Tier Two:
Moderate Purchase Intent

17. PPC (paid)
PPC
SEO (natural) (paid)
67% 33%

18. Improve Results with Focused
Landing Pages (and testing)

19. Improve Results with Focused
Landing Pages (and testing)

21. Video is 52X More Likely to be on first page
of Google results than a Web page

23. Content Isnʼt King.
Optimized Content is King.

24. Tools You Can Use
Google Optimizer
TubeMogul

25. Tier Three:
Meaningful Purchase Intent

26. Events

27. Events

28. Retargeting
Place a retargeting pixel on your website
to “follow” visitors
Data mine: determine where people are clicking-through
to get to the site and under what conditions
Serve ads to people who visit site

31. Geo-Based Apps

32. Geo-Based Apps

33. QR Codes

34. Tools You Can Use
Fetchback
Foursquare.com/business

35. Tier Four:
Post Transaction Loyalty and Retention

36. Social Media Gives
Consumers Power

38. Twitter Hit 100 Million
Users this Summer

39. Twitter Hit 100 Million
Users this Summer
At 2 million tweets per hour

40. It Keeps Growing
As of June 2010, Facebook has a total of 500 millions users worldwide. If it were
a country, that would make Facebook the 3rd most populous country in the world.
500,000,000

42. Critical Ingredients to a Successful
Social Media Presence
Strategy
Dedicated Team

43. Email
Customized content
Subscriber activity tracked in detail
Insights leveraged to react to & anticipate
customer behavior

44. Tie Email Together with Social

45. Make Email Sharable

46. Tools You Can Use
Swix
Flowtown

49. Now Go Do It!

50. BuilderSocialBlog.com